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Marketing Mojo: Going Beyond the Fold

Did you know that a standard letter-sized sheet of multi-purpose paper can only be folded in half about 7 times?  (I just tested it with a sheet of 70# Cougar Text and only managed six folds!)  In my younger days, one of the best ways to impress my friends was learning cool ways to fold the notes we passed in class.  I never mastered origami, so no cranes or pinwheels, but I would fold notes and letters in the most creative ways I could come up with. When it comes to marketing and direct mail pieces - we tend to stick to a fairly traditional set of templates.  Standard bifold and trifold brochures, quarter fold newsletters, or accordion folded letter mailings.  Sometimes we'll play with the size of the paper in order to create a more custom looking piece, or add elements like die-cut windows or short folds.  But if you've ever experienced the weird sensation of joy when you finally figure out how to make an origami paper star, you know that sometimes thinking differently about the way a piece of paper can behave makes a big impact on the finished product. We talk a lot about how crucial targeted, unique direct mail pieces can be for your bottom line.  But if a personalize postcard just doesn't quite do it for you, why not try to create a custom cut or folded piece that will stand out in a sea of the same old boring brochures or mailers that your customers see every day?  Check out the attached video from FoldFactory, an online service where you can purchase cutomized folding templates for off-the wall pieces.  Some of their templates are a little ambitious, if not impractical - but it's a great way to get ideas about how to think outside of the box when it comes to direct mail and marketing pieces. If investing in a custom piece seems intimidating, consider a few of the following factors:
  • A custom die template is a one-time investment - Whether it's for a custom diecut, scoring template, or a foil stamp a lot of the cost is in creating the initial die.  Once that die is made, it's yours to use for numerous projects, and next time you print the same piece the cost will be much less. Try thinking of different ways to utilize a die by changing the positioning or finishing of a piece.
  • If doing a large mailing isn't cost effective for you, consider targeting your top clients or prospects.  Since many custom pieces require a lot of handwork, doing a smaller quantity will save on time and production costs, and a much more targeted focus can help you really streamline your message to get the maximum return.
Interested in creating a custom folded or diecut piece for your next direct mail campaign?  Contact us today to brainstorm some creative ways to  get the best bang for your budget!  Or share you thoughts with us on our    Facebook page!

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